Victoria - Product Designer

Optimizing Apple Pay

Integration on the Product Page

Enhancing speed, trust, and conversions in mobile shopping.

industry

e-commerce

product medium

native mobile app (iOS & Android) and web-based e-commerce platform

my role

e2e product design

introduction

Bloomingdale’s is a leader in luxury retail, but its mobile checkout experience lacked the speed and convenience modern shoppers expect. Our goal was to streamline the purchasing journey by integrating Apple Pay for a frictionless, one-tap checkout experience.

the problem

🛒 Challenges in the Checkout Process

Bloomingdale’s mobile checkout was too slow, causing drop-offs. Research showed:

Users wanted faster checkout

– 60% preferred Apple Pay, but it was buried too deep in the flow.

Cart abandonment increased

when too many steps were required.

Frequent shoppers needed instant checkout

without extra navigation.

Users wanted faster checkout

due to lengthy form-filling

Cart abandonment increased

—too many options, manual input

Frequent shoppers needed instant checkout

—no quick checkout

Users wanted faster checkout

due to lengthy form-filling

Cart abandonment increased

—too many options, manual input

Frequent shoppers needed instant checkout

—no quick checkout

solution

💡Place Apple Pay directly on the Product Page

triggering it immediately after clicking “Add to Bag.”

Usability Testing

5 users tested, highlighting key issues

60% of shoppers prefer Apple Pay,

yet adoption was low.

Users want faster checkout & clear payment confirmation

Usability Testing

due to lengthy form-filling

60% of shoppers prefer Apple Pay,

—too many options, manual input

Users want faster checkout & clear payment confirmation

—no quick checkout

Usability Testing

due to lengthy form-filling

60% of shoppers prefer Apple Pay,

—too many options, manual input

Users want faster checkout & clear payment confirmation

—no quick checkout

What Happens If Users Don’t Have Apple Pay?

design execution

Seamless Checkout —Enhancing Apple Pay for Instant Purchases 🚀

Apple Pay appears immediately after “Add to Bag.”

One-Tap Checkout – No cart, no extra steps.

Trust & Security – Instant Face ID/Touch ID authentication.

design execution

🔹 Product Page UI Update

Apple Pay button placed directly under “Add to Bag” for immediate access.

Eliminated unnecessary checkout steps, reducing friction.

wow! just look at that

Impact & Results

+32%

Faster Checkout Time

– Users completed purchases in seconds.

due to lengthy form-filling

+22%

Higher Conversion Rate

– Fewer abandoned carts.

—too many options, manual input

+38%

Trust & Satisfaction

– Seamless, secure transactions.

—no quick checkout

let's see what we have

💭 Final Thoughts

By moving Apple Pay to the Product Page, we eliminated unnecessary steps, making checkout faster and frictionless.

🚀 Next Steps

Expand Apple Pay across all product categories.

Optimize Apple Wallet receipts.

Explore one-tap checkout for PayPal & BNPL.

Expand Apple Pay across all product categories.

due to lengthy form-filling

Optimize Apple Wallet receipts.

—too many options, manual input

Explore one-tap checkout for PayPal & BNPL.

—no quick checkout

Expand Apple Pay across all product categories.

due to lengthy form-filling

Optimize Apple Wallet receipts.

—too many options, manual input

Explore one-tap checkout for PayPal & BNPL.

—no quick checkout

so excited that

this simple UI shift had a massive impact—improving speed, conversions, and trust.